On Wednesday October 22nd, Twitter announced its plans to roll out Twitter Polls. A more official way to survey your followers, Twitter Polls allows users to act within the tweet rather than request users to favorite or retweet for data. Brands have been using the latter method to get inside the customer's head on social media for years. From abstract prompts like “favorite for Coke, retweet for Pepsi”, brands get an insight into customer preferences while stepping up their social engagement metrics.
It’s a win-win.
But can you use it to better the customer experience? Let’s explore.
When composing a tweet, just click on the poll icon to include what you want. After 24 hours, the poll closes and your tweet will show a breakdown of your data.
Teams are still trying to figure out the best use cases to drive engagement. Polling hasn’t been used for anything groundbreaking yet, but so far the most popular method has been for sports and live events.
Cubs or Mets? You can see how fans will jump on this.
Polling has a lot of potential. If brands get on board, they can use the new feature to get key consumer information
Find out what customers prefer
We’ve written about customer development interviews before, but this is another unique way to get an understanding of how customers will be using your product. Nissan, for example, polled their followers asking how they would spend a day in their new Nissan GTR. What do they know now? That their customers want to take their product beyond the highway.
Have a new feature rolling out? Help gauge interest by asking how it’s going. Do they prefer this feature over another? What do they like? What don’t they like?
How do they want to communicate with you?
Twitter polls is another great way to figure out how your audience wants to be reached. Customer service teams work hard at identifying the best channels to prioritize. Some customers demand better customer service via phone, while others rely heavily on live chat. What do your customers want? Why?
Poll your followers to find out!
Similar to how Nissan approached polling above, Twitter’s newest feature can be really helpful when deciding on what areas to further develop your product in. Those thinking about testing out live chat on their website, for example, may poll their followers if they would find it useful or contact them through the channel.
Did your audience find your webinar useful? Was that blog post helpful? What better way to really understand your customers’ reaction than to ask?
It’s important to understand that polling has its limitations. The data you get is only collected within 24 hours and is from anyone on Twitter. If you plan on relying on polling for product-related questions, understand the diversity of your answers. If you want to target customers-only, perhaps an email campaign would be better.
Invitations to Twitter polls is starting to roll out, and we'll see how companies start using the tool. Individuals with access are already asking the Twitterverse anything from what they should eat for dinner to how they should renovate their house. Will it catch on to brands? Only time will tell.
Do you plan on using twitter polls? We’d love to hear how!
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